PENGARUH KUALITAS PELAYANAN, KEMUDAHAN DAN PERSEPSI HARGA TERHADAP KEPUASAN PENGGUNA PADA APLIKASI MAXIM DI KOTA SURAKARTA

Abstract

This research aims to determine the influence of service quality, price perception and convenience on user satisfaction with the Maxim application in Surakarta from March 23 to April 23 2025, both partially and simultaneously. This research is quantitative research. The sampling technique used was purposive sampling by taking primary data from the results of questionnaire respondents’ responses on Google Form. The population of this research is the people of Surakarta with 100 respondents as samples. The data analysis techniques used are validity test, reliability test, classical assumption test, multiple regression analysis, partial test (t), simultaneous test (F), and coefficient of determination test (R²). The research results show that partially or simultaneously, the variables of service quality, convenience and price perception together have a positive and significant influence on the satisfaction of Maxim service users in Surakarta. These things show that the better the quality of service and the easier it is to use the Maxim service application, the higher the level of satisfaction. Likewise, the more appropriate and affordable the price, the more user satisfaction will increase. People will be more interested in using Maxsim transportation services for various purposes, such as work activities, education or personal travel.